Case Study
Heddels Shop
Industry: E-commerce experience built around menswear
UX strategy, CRO principles, editorial-style visual design, and responsive e-commerce patterns
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Challenge
The existing shopping experience had an opportunity to better connect the brand's strong editorial identity with the needs of an e-commerce customer. Users need to quickly understand what products are available, why a particular product is worth considering, how it compares with alternatives,
and what makes the retailer trustworthy. The challenge was to improve conversion without making the website feel like a generic e-commerce store. The goal was to create a shopping experience that feels premium, informative, and effortless.
Results
The redesigned Shop Heddels experience creates a stronger connection between brand storytelling and e-commerce conversion. The new UX makes it easier for users to discover products, understand their value, evaluate options, build trust, and move toward purchase.
Rather than sacrificing the editorial character of the brand for conversion, the redesign uses that editorial strength as part of the CRO strategy. The result is a premium, content-rich, conversion-focused e-commerce experience designed to support both brand engagement and commercial performance.
Result
Organic Traffic Growth
0%
Average Conversion Rate
0%
Cart Abandonment Reduced
0%
Lift in Multi-Location Lead Distribution
0%
Solution
The redesign focused on creating a clearer relationship between content, products, and conversion. Instead of treating the website purely as an online store, the solution uses the brand's editorial strengths to help customers make more confident purchasing decisions.
The homepage was restructured to create a stronger first impression while immediately directing users toward relevant shopping journeys. Each section has a specific purpose within the customer journey rather than simply filling the page with content.
- Improved Product Discovery: Product discovery was redesigned to help customers find relevant products faster. Category navigation and collection pages were organized around clear shopping intent, allowing users to browse based on product type, style, brand, or other relevant attributes.
- Stronger Product Storytelling: Because Heddels has a strong editorial identity, product storytelling became an important part of the solution. Instead of relying only on standard product descriptions, the design creates opportunities to communicate the craft.
- Product Page CRO: The product page became one of the primary conversion-focused areas of the redesign. The layout was reorganized so that the most important purchase information is immediately accessible.
- Simplified Cart Experience: The cart was redesigned to remove unnecessary distractions and make the checkout journey more straightforward.
What Our Clients Say
Client Success Is Our Greatest Reward
Heddels Shop
“Working with Crescentic digital on our Shop Heddels redesign was a great experience. He brought a strong UX and CRO mindset to the project, improving the overall shopping journey while keeping the brand’s editorial character intact. The new design feels cleaner, more intuitive, and much more conversion-focused.”
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